BAGA

BESPOKE LIGHTING DESIGN

by Emanuela Benedetti

In the international internal decorative lighting market for over 30 years, synonymous with style, quality craftsmanship and Italian spirit, BAGA is heading in a new company direction.

The company is not renouncing its past, but it is astride a change that is strongly desired, that is carefully planned and that involves the entire company, starting with the top executive levels where the title has already been passed down to the second generation. Cristiano Baccianti directs the company today with the energy of a thirty-five year old who travels non-stop from Moscow to Dubai but who is in touch with his roots and has the sure and relaxed manner of someone who grew up in the company, forward looking but with his feet firmly on the ground. He is working on a new organizational structure and, aware that change is a complex process and that success in emerging markets is above all a cultural question, has brought a "humanist manager", Pietro Angelini with a degree in Eastern Philosophy and a long association with the Arab and Asian countries that are so strategic for BAGA, in charge of Human Resource Training and Development, a man of dialogue and insight. But at the same time, Cristiano wanted to free all possible creativity, entrusting artistic management to Emanuela Benedetti, born in 1969, with a degree in architecture from Florence and whose résumé includes responsibilities in Alhambra of Granada. Emanuela is the true creative engine at BAGA, as well as at Pitti Design, another company in the group that only began in 2002 but that has already won an important spot in the interior design sector with important projects developed throughout the world.

BAGA is at Euroluce '09 with a highly sophisticated exhibition by Emanuela Benedetti, a synthesis of modernity without excess and with subtle elegance, the perfect receptacle for emphasizing "her" first BAGA collection. And change can be seen. There is cohesion with the past but there is a turning point and, above all, an idea. BESPOKE LIGHTING DESIGN. A completely customizable collection that is a product of the attitude to create exclusive concepts for a discriminating clientele, from the planning aspect whose accent is not only on the final image, but on the entire creative process, with the development and fine tuning of the product done phase by phase, element by element. In this manner, every single element is a leading player and multiplies the basic options in a series of possible combinations to define "the lamp that doesn't exist, yours". Objects with a unique flavour that are built on the taste and needs of the client. Precious materials, distinctive treatments, valuable trim: metallic linen, organza, natural brass, black nickel and opaque gold enamel. A basic line with 50 colours, to be matched with contrasting or tone on tone accessories, all expressly designed for the collection, from metal pendants to chains that hold the lamps or that are used as decorations. Nothing is standard; each detail is conceived as a precious original piece.

Emanuela Benedetti has put her creativity at the customer's service, with the logic of not imposing one style but interpreting with style the expectations and personality of the client. Because each client is unique and important.

BAGA, for its part, had to redesign its internal organization in order to meet new product management needs and its complexity. The company's most important investment is in its Human Resources, and BESPOKE LIGHTING DESIGN refers not only to a collection, but also to the company philosophy, the logic of its service, the exploitation of its internal strengths and the search for maximum flexibility in order to be able to create unique products with the best possible quality.

A silent revolution in times of crisis.

Milano, April 2009
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